MUSE Platinum

2024

Converse: Create History, Not Hype

Entrant Company

INDUSTRY

Category

Experiential & Immersive - Launch Event

Client's Name

Converse

Country / Region

United States

Our year-long collaboration with Converse culminated in a groundbreaking campaign that redefined the Converse Weapon silhouette, blending the brand’s storied legacy with the dynamic presence of rising NBA star Shai Gilgeous-Alexander. Our efforts, anchored in authentic storytelling and immersive experiences, culminated in a highly anticipated relaunch. Following the success of the “Create History Not Hype” campaign, Converse expanded our partnership, entrusting us with the brand activation at the NBA All-Star Game in Indianapolis. Our Industrial Design and Production teams transformed a parking lot outside Gainbridge Fieldhouse into a tangible representation of our "Create History" concept.


The activation was a multi-sensory journey featuring the Converse Weapons, a deep dive into Converse’s history, and four creator cabinets. These cabinets were curated by artists who embody the “history over hype” ethos, showcasing their art, personal artifacts, and the creative processes behind their custom-designed Converse Weapons. Inspirational talks from NBA legends, including Shai Gilgeous-Alexander, provided attendees with motivational stories about creating their own history.

In addition to the immersive structure, we introduced a unique shooting experience in collaboration with Lethal Shooter. Participants had the chance to win a pair of Converse Weapons by successfully making three challenging shots. Those who succeeded were rewarded with a special seeding kit, featuring a Zine designed to inspire them beyond the event.


This campaign not only celebrated Converse’s rich heritage but also set a new standard for brand activation, seamlessly merging creativity, storytelling, and interactive engagement.

Credits

INDUSTRY, Creative Director
Jacy Weyer
INDUSTRY,Design & Art Director
Sofia Villarreal
INDUSTRY,Executive Producer
Matt O’Connor
INDUSTRY,Group Account Director
Raphael Ballard
INDUSTRY,Editor
Braulio Diaz
INDUSTRY,Director & Editor
Price Robideaux
INDUSTRY,Director of Brand Copy
John Viera
INDUSTRY,Design Director
Robb Hunter
INDUSTRY,Senior Designer
Blaire Zeller
INDUSTRY,Producer + Artist Liaison
Sabrina Taylor
INDUSTRY, Production Coordinator
Casey McIntosh
INDUSTRY
Oved Valadez
Sr. Director, Global Brand Creative / Converse
John Osborne
Global Senior Director Entertainment and Sports Marketing / Converse
Lindsey Almeida
Global Sports/Influencer Marketing Director
Adrian Stelly
More Platinum Winners
Best Agency
2024
MUSE Advertising Awards - The Only Brand Experience Agency You Need

Entrant Company

Sparks

Category

Best Agency Awards - B2B Agency of the Year

Country / Region

United States

Outdoor Advertising
2024
MUSE Advertising Awards - Johnnie Walker - Depth of Blue

Entrant Company

Inertia Studios Ltd

Category

Outdoor Advertising - Outdoor Advertising / Other___

Country / Region

United Kingdom

Strategic Program
2024
MUSE Advertising Awards - Stop late payments drowning small businesses

Entrant Company

Xero

Category

Strategic Program - CSR Program

Country / Region

United Kingdom

Experiential & Immersive
2024
MUSE Advertising Awards - Converse: Create History, Not Hype

Entrant Company

INDUSTRY

Category

Experiential & Immersive - Brand Engagement Event

Country / Region

United States

This site uses cookies to offer you a better browsing experience. Find out more on how we use cookies and how you can change your settings.
Cookie Policy